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More than four decades ago, Eliot Tatelman worked with his father in a furniture store in New England. He probably never expected that a bold bet tied to the 2007 World Series run by the Boston Red Sox would, years later, land him on a championship plane alongside the franchise’s biggest stars.
As the parade made its way through the streets of Boston, some participants held signs that read “Thanks for the free furniture,” a nod to the retailer’s promotion.
Now, Tatelman’s Jordan’s Furniture is revisiting the idea with a similar campaign, betting on how far the UConn men’s and women’s basketball teams will advance in this year’s NCAA Division I tournaments.
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Braylon Mullins (24) of the UConn Huskies celebrates after making the game-winning 3-pointer in the second half against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Tournament at Capital One Arena on March 29, 2026 in Washington, DC (Emilee Chinn/Getty Images)
The retailer promised refunds totaling up to about $50 million if both Huskies teams reach — and then lose — their respective national title games. According to the company’s website, eligible furniture must have been purchased from Jordan’s Furniture between 20 January and 1 March.
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Tatelman served as the furniture retailer’s CEO, but the day-to-day operations of the family-run business continue to be overseen by his children.
The UConn women’s team will face South Carolina on Friday at 7 p.m. ET in Phoenix, while the men’s team faces Illinois on Saturday in Indianapolis.
The UConn Huskies are awarded the Fort Worth Regional trophy after their victory against the Notre Dame Fighting Irish at Dickies Arena on March 29, 2026 in Fort Worth, Texas. (Chris Jones/Imagn Images)
“We have insurance,” Tatelman told USA Today Sports. “We want them to win.”
There are two Jordan’s Furniture locations in Storrs, Connecticut.
Braylon Mullins (24) celebrates with Jayden Ross (23) and Malachi Smith (0) of the UConn Huskies after Mullins hit the game-winning 3-pointer in the second half against the Duke Blue Devils in the Elite Eight of the 2026 NCAA Tournament at Capital One Arena March 269, 2026, Washington DC. (Patrick Smith/Getty Images)
Reflecting on the Red Sox campaign, Tatelman recalled the audacious bid that helped define the campaign.
“We said, ‘Come into Jordan’s and buy a sofa, a bed, a mattress, a dining table,'” he said. “And if the Red Sox win the World Series, it will all be free.”
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The Red Sox’s four-game sweep of the Colorado Rockies in the 2007 World Series ended up costing the furniture company about $35 million. Tatelman said he “bought insurance for it.”
